El Sol 2011

Free Thinking Zone. Prohibido Pensar

creative. editorial. vídeo. música. servicios gettyimages.es

El Sol Festival Spain – May 26 to 28


Objectives and strategy

Background “El Sol” Advertising Festival is the most important event in Spain for this professional group Objectives Position Getty Images as the leading digital media partner in the creative sector.

Establish engagement with the creative community and personal relationship with top creative directors through networking and lead generation activities. Strategy Develop activities that allow us to interact with our audience, engage them with the Getty Images brand and generate follow up after the event.

Challenge The offer to partner with El Sol came on very short notice before the event so the team had only 14 days, 1week to come up with creative concept and 1 week for the execution.


The concept

The idea behind “Free thinking zone” was to create an environment for the creative audience where they can be playful and intuitive. To engage people we invited them to play table football – a game that is very popular with creatives. The game, music and massages helped to develop a relaxed environment for participants to spend time and engage with the Getty Images brand A selection of gadgets was created to stay in their minds after the event


Communication vehicles

HTML-El Sol: We created an html EM to promote our presence in El Sol festival that was sent to their Database. Signature: A new signature about our presence in El Sol festival and the “Free Thinking Zone Prolifiq EM: A Prolifiq EM was sent to creative job titles to promote our presence in El Sol festival.


Communication vehicles – social media

Facebook: A Spanish version of GI Facebook page was launched at the same time we started the promotion of El Sol. Twitter: We also promoted our presence trough Twitter. We uploaded the pictures we took in the place at the moment.

Twitter and Anuncios: We also complemented this action with a collaboration with Anuncios (Advertising magazine). They have a big number of followers, most of them were in El Sol.


Communication vehicles - Vimeo

Vimeo: We created a video with our images, footage and music content and uploaded to our Vimeo’s page. We also we showed it at the “Free Thinking Zone” on a TV screen and at our page on Facebook. Jukebox: We created different selections of Pump Audio music. We hired a Jukebox to play the CDs and show our musical content.


Generating leads

Inscription flyer: We designed an inscription flyer to gather data from our visitors and we asked then to fill the flyer to have to get a gadget or to participate in a raffle. We got 115 warm leads for sales and most of the them are top creative directors. Follow up activities are scheduled with this target (lead gen).


Gadgets


Partnerships

Dakota box: We choose Dakota Box as a partner because of its offer of original experience packs. Those would be the prizes to the first and second classified in the Table Football Tournament and for the raffle winner. They also offered us a massage service during the three days of the festival. It was a really solicited service and it helped us to achieve more data from our visitors.

Heineken: We also had free beer during the Tournament offered by Heineken. All these partenships were free of charge for Getty.


Some impressions from the event


National and local TVs shooted our venue and event: canal + and TVE. All top creative directors and jury members were interviewed and recorded in our space.

There was a full coverage from other media teams as ETB, EFE and AP.

Feedback – media coverage


Feedback – PR coverage

A press release was sent before and after the festival to announce the event and to communicate results. 14 clippings has been published so far and more media will release the news. 3.355.918 impressions.


Feedback - metrics

Prolific EM

Social media

Number of visitors: 800 – 1000

El Sol 2011

Documents

Transcript of El Sol 2011